Can men love rugby and have a skin­care regime at the same time? It seems so...

Element - - Beauty - By Fenella Humphreys

Apolo­gies ev­ery­one if you picked up El­e­ment mag­a­zine to­day think­ing you might get away from the rugby, or read sto­ries about top­ics that reach fur­ther than the next three weeks in the col­lec­tive mind­set. How­ever, even among these pages, the big event has our at­ten­tion…

The Rugby World Cup – yes, it reaches here – El­e­ment’s beauty pages! The big­gest event of the year has spawned thou­sands of prod­ucts and ser­vices from the down­right silly to the over-the-top. But Lin­den Leaves’ new skin­care range for men, aptly named Rugby, cel­e­brates the tour­na­ment in a gen­uine and lux­u­ri­ous way. The in­ter­na­tion­ally renowned nat­u­ral skin­care com­pany is best known for its more fe­male-ori­ented prod­ucts, such as body and bath oils. How­ever, Lin­den Leaves has re­cently been look­ing closely at the skin­care needs of men, and, in­spired by this year’s event, de­vel­oped a range themed on our national sport.

Rugby, on sale now (and af­ter the crowds have dis­persed), in­cor­po­rates Lin­den Leaves’ prin­ci­ples of pro­vid­ing skin­care that ‘brings back bal­ance’ to the skin. An at­tribute that is vi­tal to any suc­cess­ful sports­man, bal­ance isn’t what you would usu­ally as­so­ci­ate with an in­ter­na­tional rugby tour­na­ment. How­ever, Lin­den Leaves’ am­bi­tions are part of a grow­ing trend for skin care prod­ucts aimed specif­i­cally at men.

There has been much talk about men’s grow­ing in­ter­est in groom­ing. As well as huge cor­po­rate brands go­ing af­ter this ‘new’ mar­ket, the nat­u­ral beauty in­dus­try is also wak­ing up to the ben­e­fits of male con­sumers. As Juliet Blair, creative di­rec­tor of Lin­den Leaves says: “men are loyal pur­chasers, although not as knowl­edge­able as women about what to do with skin­care prod­ucts.”

Skin­care com­pa­nies are there­fore chang­ing how they present them­selves to men in an at­tempt to at­tract the male pur­chaser rather than re­ly­ing on the women in their lives to make the de­ci­sion. There is a huge and grow­ing po­ten­tial, hence the Rugby range: “men are com­fort­able to pick up the prod­uct be­cause the name is so fa­mil­iar,” says Blair.

A fam­ily owned and run busi­ness based in Christchurch, Lin­den Leaves was es­tab­lished six­teen years ago by Juliet’s mother Brigit Blair. The fo­cus of the com­pany is on high qual­ity prod­ucts for an in­ter­na­tional over­seas mar­ket, a clearly suc­cess­ful strat­egy as the its prod­ucts are now dis­trib­uted all over the world from the US to Switzer­land, and re­cently won an ‘Econic Award’ from the In­ter­na­tional Sub­lime mag­a­zine for their pi­o­neer­ing eco cre­den­tials. So far, they haven’t traded on their kiwi prove­nance – how­ever, they do their ut­most to be as 100% pure as pos­si­ble.

Other nat­u­ral skin­care com­pa­nies are get­ting in on the act too – Aus­tralia’s Gaia Skin Nat­u­rals (pro­nounced guy-ya) of­fers a range specif­i­cally for men along­side their women’s and baby ranges. Where as Pri­mal Earth, based out of Auck­land, boasts a male founder look­ing to ed­u­cate men on all facets of groom­ing.

So, even if you thought you would never say it, hur­rah for Rugby! It’s now no longer just about men run­ning around in the mud, mess­ing up their faces, but also about our boys car­ing for their skin and be­ing com­fort­able about the nat­u­ral prod­ucts they can use do it. lin­den­

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